Our Story at Blended Collective
Every business has a beginning, and this is ours. After years of working in international business, our team decided to focus on what we do best – connecting brands with consumers and audiences. While providing an array of services in the field of marketing, branding, and strategy, Blended Collective aims to be a catalyst and connector for individuals and businesses of multicultural backgrounds.
Lydia Michael, Founder & Owner
Lydia was born and raised near Frankfurt am Main, Germany and is fluent in German, Arabic, and English. She began her career focusing on digital media and marketing at the Detroit Jazz Festival. There, she worked on the creation of the first U.S. Jazz Festival app while managing Marketing & Media campaigns. She eventually transitioned to a Detroit- and Los Angeles-based Artist Relations & Management firm and its independent record label, where she honed her skill set in the entertainment and music industry. While guiding these ventures from inception to growth, she also spearheaded Global Marketing and Operations Management efforts for five years where she developed, marketed, and managed Grammy-winning artists and their brands internationally. Her work includes project collaborations with Deloitte and L’Oréal in Düsseldorf, Germany.
A culture and language enthusiast, Lydia previously ran her own small business for three years – Authentic Lingo, LLC. She and her team provided English and German business, language and cultural services to global automotive expatriates in the metro Detroit area. Some of these included corporations like Bosch, Continental, Detroit Diesel, FCA, Mercedes-Benz Financial Services, and VW Group of America.
The inspiration for Blended Collective and Lydia’s vision of enriching brands and experiences through culture began with her project at L’Oréal. With the key focus of how to rebrand the consumer mass market hair care brand Fructis, she strategically analyzed various US and German industries as well as brands. Geared towards the millennial demographic, she developed recommendations for a successful relaunch as a love brand. This project along with her multicultural upbringing and work experiences, propelled her to continue the journey with Blended Collective.
Lydia enjoys being involved in Detroit’s arts and culture community. At the Detroit Symphony Orchestra, she serves on the NextGen Committee as Chairman. She holds a B.S. in Marketing from Wayne State University in Detroit and an M.B.A. in International Management from Pforzheim University in Germany. In 2018, she received the Wayne State University Mike Ilitch School of Business Emerging Leader Award.